Rise in moderate alcohol consumption provides opportunity

Low-alcohol beverages are growing in popularity as an aside to health-conscious consumers
Low-alcohol beverages are growing in popularity as an aside to health-conscious consumers
Brand Central

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19 May 2017 | 0

Consumers’ evolving attitudes towards health has led to a reduction in alcohol consumption, causing a demand for both low alcohol drinks and adult soft drinks, new research by Kerry Taste and Nutrition. 40% of respondents indicated that they are choosing alcohol with lower AbV, while the same number of people would like to see an increase in the number of lower alcohol options available.

The research goes on to state that 3 in 10 respondents equate lower alcohol drinks with a lower quality taste.

The new health-conscious consumer prefers to see all nutritional information on pack, as many make their beverage choices based on this data. As well as taste, calorie content influences over 30 per cent of a consumer’s choice of drink, yet 7 out of 10 consumers don’t understand that lower ABV also means lower calories. Kerry’s research has also shown that there is a demand for natural ingredients and botanicals; 1 in 2 consumers would like to see more alcoholic drinks with natural ingredients and are willing to pay more for them, while 4 in 10 consumers indicated that they were interested in botanicals.

Commenting on the rise in moderate alcohol consumption and subsequent opportunities,

Leigh-Anne Vaughan, Kerry’s marketing director said that the emergence of a more health-conscious consumer is indicative of a trend of moderate alcohol consumption across Europe. “This change in habits has created an opportunity for both low alcohol drinks and adult soft drinks,” said Vaughan. “As market leaders in brewing ingredients and taste solutions, Kerry has created solutions for the alcohol market which meet the needs of the modern health-conscious consumer: low or no ABV, great taste and lower calories using natural ingredients and botanicals.”

To that end, Kerry has created four new concepts to share with our customers; Porter House, Lavender & Blueberry Cider, Caiprinhia and Sparkling Orange Aperol Spritz.

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